Progressive Grocer - September 2017 - 74

Grocery

When a
customer buys
seasonal candy
earlier, they will
consume it and
buy more!"
-Larry Pierce,
SpartanNash

Holiday Candy & Snack Merchandising

planning will provide healthy margins and better
pricing," points out Chris Pruneda, chief marketing
officer at West Palm Beach, Fla.-based Brownie
Brittle, whose holiday flavors of its namesake product, Thindulgent Chocolate Bark and Sheila G's
Chocolate Bites began shipping Sept. 1. "For this
reason, we believe the process of holiday planning,
selling and buying will start earlier each year."
Be careful how you present your early-bird
offerings, however. Cautions Dennis Bonn, VP
marketing at Neenah, Wis.-based Menasha, a retail
merchandising solutions provider: "The fact that
holiday displays are showing up in stores earlier
each year has unfortunately resulted in holiday
fatigue. If you can provide unique, convenient and
localized in-store experiences, shoppers will take
notice and open their wallets."

On Impulse
Just as important as knowing when to roll out
displays and other holiday-themed merchandising
materials is knowing where and how to place them
in the store to best encourage those all-important
impulse purchases.
After all, as Mars Wrigley Confectionery's
Quinn points out: "Forty percent of total seasonal
candy purchases are made on impulse, and the primary catalyst is seeing an item in an aisle or display.
Secondary displays capture consumers' attention
and remind them to stock up for the season."
"Historically, 'theater'-type displays, placed in hightraffic areas of the store and decorated with
a variety of POS materials, typically work
the best" at retail, according to Kenneth
Hausmann, Tops' category business manager for candy. "We also cross-merchandise
other product categories within our candy
displays to build solutions for our customers, creating a 'one-stop shop.' Additionally, creating smaller points of interruption
around the perimeter of the store [is] also
effective; with candy being so impulsive,
the more the customers see it, the more
they typically purchase."
"We'll ... have a number of points
of interruption throughout the store to
help drive sales," offers SpartanNash's
Pierce. "To further drive customer impulse purchases, we also deploy effective
signing and messaging. We partner with
key vendors and add point-of-sale signage
throughout our stores."
"More retailers are dedicating
increased space for holiday treats and
snacks," affirms Brownie Brittle's
Pruneda from the supplier perspective. "Some retailers are going as far as
creating dedicated merchandise areas

74

| Progressive Grocer | Ahead of What's Next | September 2017

- Target is a great example. This makes a lot of
sense, because it enhances the shopping experience
for the holiday shopper."
"Winning retailers anchor to an ownable, bold
creative statement that comes to life in a central
destination in-store, complemented with impulse
destinations," asserts Mars Wrigley's Quinn.
Noting that Hershey aims "to be interruptive and
build seasonal excitement for consumers' favorite
brands ... through point-of-sale displays," Grinstead
offers a placement recommendation regarding similar
products. "Throughout the season, people are purchasing for different usage occasions; therefore, you should
group like items together, since the shopper is browsing based off of need," she explains. "Have the holiday
gifting items together, the candy dish items together,
etc. As a company, we are working hard to identify
shopping trends and discover ways we can leverage
them into merchandising opportunities."
Quinn observes that "placing complementary
products next to each other, such as placing M&M'S
Chocolate Candies in the baking aisle, has historically
proved to be a strong selling tactic."
The reasoning behind this? "Baking is a favorite
holiday activity during the Christmas season, and
62 percent of consumers purchase and use candy or
chocolate for baking," he says. "Shoppers start baking
two to three weeks prior to the season, so set your
displays before these peak weeks."
Meanwhile, Menasha's Bonn similarly suggests,
"Confectionery products are often used to decorate
homemade treats, so develop one-stop-shopping
displays where people can find everything they need
to make traditional recipes."
Bonn goes on to note that "the best store zones for
driving sales" have evolved over time. "More retailers
are finding the end of the aisle to be most effective,
compared to store entrances, lobbies and center store
promotional areas," he says, "so a holiday-themed end
cap display is an excellent idea, which reinforces a
store-wide promotional holiday theme."



Table of Contents for the Digital Edition of Progressive Grocer - September 2017

Contents
Progressive Grocer - September 2017 - Cover1
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